Apple's plans for a full-fledged television set have been placed "on hold" as the company plans to potentially launch new, wearable electronics, such as a the anticipated "iWatch," according to a new report.

AppleInsider was first to discover an Apple patent filing describing a watch design with flexible display.

Citing sources in the television industry supply chain, NPD DisplaySearch reported on Monday that its sources say Apple is no longer pushing to launch a television set in the next year. Paul Gagnon, director of North American TV Research for DisplaySearch, said Apple's initial plans were "far from concrete," but that the company originally planned to launch a television lineup in the second half of 2014.

Sources reportedly indicated that one of the "principle reasons" for the alleged delay is Apple's apparent inability to obtain "proprietary content not available on other devices." Such content would give Apple's platform the ability to stand out from competitors and find success in the cutthroat television set business.

The growth of devices like the existing Apple TV set-top box, Roku player and Google's new Chromecast streamer have also negated the need for a full-fledged "smart TV" for many consumers.

"Indeed, the existing Apple TV box may be an impediment to Apple's success with a smart TV product, which as a category, is not growing in the U.S. as many had hoped for," Gagnon wrote. "Our most recent smart TV forecast is that they will only account for about a quarter of TV shipments in 2013, and grow very slowly from there, with the focus on low-end premium models."

Rumors of a full-fledged television set from Apple are not new, though speculation about such a device has died down in recent months. Instead, industry watchers are anticipating that Apple will release a so-called "iWatch" within the next year.

And though rumors of a television set have died down, Apple is rumored to have a hardware refresh for its "beloved hobby" in the works, which last saw new silicon in March 2012. It's been claimed that the next-generation Apple TV set-top box may include new control methods to enhance the experience.

Content is the key and the content providers are not giving in. Apple may need to just buy out several media companies

Invest in more production studios, like Pixar, so they have the leverage from the content side. Probably cheaper investment and if it does not help to leverage other content, they still have original content they can rent/sell through Apple TV channels.

With Apple's money, they could easily fund multiple movie projects and even TV series, documentaries, specials, etc. If they start building a library of original content through iTunes and Apple TV, that could be huge.

Better an upgraded Apple TV than no iTV at all. Still think they could make a killing in the gaming console market if they wanted too, and then jump off from there into proprietary content creation/supply market when they can. All the hardware and software required for such a device is already available.

However, it can be the 'look at the left hand... while we buy a TV company with our right'

Quote:

Originally Posted by Richard Getz

Invest in more production studios, like Pixar, so they have the leverage from the content side. Probably cheaper investment and if it does not help to leverage other content, they still have original content they can rent/sell through Apple TV channels.

With Apple's money, they could easily fund multiple movie projects and even TV series, documentaries, specials, etc. If they start building a library of original content through iTunes and Apple TV, that could be huge.

you think too small.

Think Parent.

Think....

Disney. (or... The company who's largest current stockholder(or trustee for the owner) happened to be married to Steve Jobs)

This is great reporting! The rumor that's been a rumor for years has been placed on hold due to another rumor. We can't verify that the Apple television is real, but we can tell you that the information about it being placed on hold is!

That's like telling someone, "The check is really in the mail. My friend here will tell you it's really true; he doesn't lie."

Well I certainly hope so. I never wanted Apple to enter the commoditized TV screen market anyway. Whew! Now more energy can be put into the iWatch, iBeacons and iPayments, a larger screened iPhone, and iOS in the car.

I don't care about what the ignorant masses perceive as truth. I'm concerned with the facts on the ground.

Better an upgraded Apple TV than no iTV at all. Still think they could make a killing in the gaming console market if they wanted too, and then jump off from there into proprietary content creation/supply market when they can. All the hardware and software required for such a device is already available.

I want an apple tv app stores with gaming and game controls more than an actual tv set. That being said i think apple should release a complete set of monitors that could be used like tv sets if you connect them to the apple tv or a cable settop box

Why do so many people speculate on the idea that Apple will actually make a TV. What exactly are people hoping for? To me, there are plenty of other markets to take over. The fitness device will be huge, the in-car integration is a must, to a lesser extent a game console and smart camera.

Just because Keurig revolutionized coffee doesn't mean they should make toasters.

So was Steve bluffing? It certainly wouldn't take going on to 3 years to produce what was supposedly "cracked"?

I don't think he was bluffing. I think they probably have a great system in the works but it all depends on having unique content. However, the content is locked up by the studios and their agreements with the networks.

Another bullshit report about an alleged Apple product in development. I'm yawning a lot today.

Having said that, the reason we don't yet have a TV or watch or whatever is because Apple doesn't bring products to market just for the heck of it. They're only going to do something they know will be useful and people will buy. Like Jony Ive said in the 5S video, Apple is not about technology for technology's sake.

Disney is the right play. It has a current market cap of 121 billion, which Apple could buy with spare cash on hand. The big prize is ESPN, which they could start to offer for free (for limited time) with any iOS device (AppleTV) and then double the rates to all non iOS customers.

I don't see Apple entering the content creation space.. the opportunity here is to improve upon existing delivery, which is currently dependent on the cable/satellite companies. The fact that content providers won't budge the way that the music industry did is not surprising. While Apple could likely build some very impressive hardware, if it's dependent on a cable card or cable box, it's not going to be considered innovative.

Yet again AI chooses to lead with a negative about Apple (OMG PLANS ON HOLD!) rather than an obvious positive (YAY WEARABLE DEVICES FAST-TRACKED).

Agreed- these stories are wholly unrelated. Apple is large enough to work on both projects at the same time.

That said, Apple TV should not be released without a clear business model, and right now, who knows what TV will be in 2 years (or 5) No release, makes sense to me. Additionally, IMO, wearable is the future, and Apple can innovate, revolutionize and lead in this category.

I don't understand why Apple cannot upgrade its existing Apple TV with an A7 processor and third party apps while working on wearable devices? Apps for Apple TV are long overdue. Apple now has the SDK and specs for iOS game controllers so all the pieces are now in place for a fantastic TV experience with iOS.

The solution may have been found, but the content owners may not like it.
I don't think its a mistake (big or otherwise ). People aren't subscribing to those just for original content. Sure it's an added benefit, but it's not the sole reason.

FWIW the sole reason I subscribe to HBO is the original content. Started with The Soprano's years ago and continues with Game of Thrones. Creatively entertaining TV doesn't get any better.

Am I the only one here who is finding the mobile version of AppleInsider almost unusable? Massive lag just trying to scroll through content and text entry is a nightmare. Took 3-4 times longer creating this post versus the desktop. AI...big problems here.

Sources reportedly indicated that one of the "principle reasons" for the alleged delay is Apple's apparent inability to obtain "proprietary content not available on other devices." Such content would give Apple's platform the ability to stand out from competitors and find success in the cutthroat television set business.

With content being equal then Apple won't stand out enough and consumers won't choose the Apple product? I'm not sure I believe that. I'd imagine there would be enough demand in the US for Apple to turn a profit without needing proprietary content.

I don't think its a mistake (big or otherwise ). People aren't subscribing to those just for original content. Sure it's an added benefit, but it's not the sole reason.

Quote:

Originally Posted by Gatorguy

FWIW the sole reason I subscribe to HBO is the original content. Started with The Soprano's years ago and continues with Game of Thrones. Creatively entertaining TV doesn't get any better.

I'm with gator guy. People aren't subscribing to HBO to see iron man 3 months after it was released. They are subscribing for shows, documentaries, boxing, or a combination. Netflix didn't win much but made a huge wave in the Emmys with house of cards. Orange is the new black is an even smarter and better executed show than that. They are becoming a major player. HBO- I would assume- will eventually be a subscription model like Netflix. Netflix (and to a lesser extent amazon)- are trying to beat them to the punch. HBO is the curve- which is successful for them. Netflix is ahead of the curve- because they need to be. Apple hasn't started the car...
I think apple getting into its own media creation is beyond dumb. And they're not that successful at it to be completely honest. iTunes movies aren't even the best option anymore and have little studio support in comparison to other options- Vudu clearly is at this point (although I personally use iTunes). iTunes Radio is nice but also a niche. Media creation needs a large audience- and apple doesn't need that. Just give me the device and leave the content to 3rd party folks.